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Diageo Africa

Diageo Africa has the scale, depth, infrastructure and brands to take advantage of the many opportunities the continent has to offer.

12%

Of Diageo net sales are generated in Africa*

£1.5bn

In annual sales in F18*

3%

Increase in sales in F18, with beer net sales up 5%*

Our success in Africa is built on a rich heritage. Since the 1820s, when Guinness first shipped to Sierra Leone, we have grown through our brands. In the 1890s Johnnie Walker arrived in Kenya and in 1962 the first Guinness brewery outside the British Isles was built in Nigeria.

Over the years we have expanded both organically and through acquisitions such as Meta Abo in Ethiopia. Our strategy is to participate across all price points and to grow our beer portfolio fast and our spirits brands faster.

Our company is sustained through innovation. We constantly look to create new experiences such as Dubic Malt, an affordable addition to the non-alcoholic malt market, and Orijin Bitters, which blends the popular bitters flavour with fruits and herbs to create a unique bittersweet taste.

Above all, we want to have a positive impact across Africa as an employer and manufacturer. We source locally and invest in local agriculture. We are careful stewards of water, and our Water of Life programme has provided 10 million people with access to clean water since 2007. We also want our products to be enjoyed responsibly and campaign to ensure we all #drinkpositive.

*Source Diageo Annual Report 2018.

Our brands

We offer consumers in Africa a range of over 100 local and global brands, from world-famous names like Guinness to Senator, a brand that is unique to African markets.

Beer

Our beer brands are key to success in Africa. From Guinness Foreign Extra Stout to Tusker, we have brands for every taste and price point in each of our markets.